YouGov: Sky Bet is first choice as Euro 2024 ignites betting frenzy

With Euro 2024 well underway, Sky Bet – one of Britain’s most popular sports gambling destinations online – is starting to reap traction, setting the tone for what should shape up to be a busy summer for sportsbooks in general.  

The brand’s ‘consideration scores’ – a metric on the YouGov BrandIndex that measures the percentage of people who would consider using a betting operator – has seen a significant rise, climbing from 5.3 on 28 May to 6.8 on 26 June.

This upward trend is even more pronounced among UK bettors, where the score has increased from 16.9 to 19.2, respectively, putting it well clear of other betting brands in this metric. Bettors in this article are defined as those who have placed a bet on any activity other than only the lottery.

Sky Bet’s prominence extends to football betting – a big factor in a season that will feature two continental championships in the Euros and Copa América in the US. Among UK bettors who engage in football betting, three in 10 have used Sky Bet in the past week (29%), placing it ahead of its competitors in this segment. This highlights Sky Bet’s strong foothold in the most popular betting sport in the UK.

Where Sky Bet has particularly excelled is in attracting lower-stakes sports bettors. About a quarter of those who bet less than £100 on sports bets each month have used Sky Bet in the past week (26%), rivalling the percentage among those who spend over £100 (27%).

For most other major sportsbooks, the usage among the sub-£100 group is markedly lower than those who wager more than £100 – for instance, bet365 (22% vs 31%, respectively), Paddy Power (14% vs 18%), William Hill (14% vs 21%) and Ladbrokes (12% vs 16%). But even among those who wager more than £100 monthly on sports bets, Sky Bet is the second most prominent choice behind only bet365.

But what drives the preference for Sky Bet among UK consumers? The most common reason cited is the ease of use of its website and app, with 63% of respondents highlighting this feature. This is higher than, or on par with, most of Sky Bet’s major competitors such as bet365 (62%), Coral (55%), Ladbrokes (57%), Paddy Power (60%) and William Hill (56%). More than half (55%) of Sky Bet users say they are attracted by brands that offer the best odds, and two-fifths specify ‘best promotions’ as a deciding factor (41%).

It is worth noting, although prominent, these are factors less commonly cited by Sky Bet users compared to consumers of other major accounts. This is likely because lower-stakes bettors (who make up a bigger chunk of the Sky Bet audience) are less bothered about finding the very best deals.

A wide choice of options

Loyalty programmes also play a significant role, with 23% of Sky Bet users saying loyalty-based benefits and bonuses are key factors when choosing betting operators.

An extensive selection of matches, events and sports to bet on is another critical factor, with 23% of Sky Bet users valuing this type of variety. The convenience of quick and easy deposits and withdrawals is important to 22% of Sky Bet users, while 20% cite familiarity and fun as reasons for their choice.

A wide range of bet types available, noted by 19% of users, is also a factor Sky Bet users value. In addition, the availability of different gambling types and the best selection of slots and games to play, noted by 12% and 11% of users, respectively, can also make a mark.

Having worked for YouGov for more than a decade, Oliver Rowe has advised companies including Tesco and Barclays on their reputation management. He now brings that experience to a sector which includes the betting and gaming industry in his role as global sector head for leisure and entertainment.